Five stages of your customer buying journey

Because when five people need to say yes, clarity beats cleverness every time. Not generic case studies or feature lists—specific answers to the concerns keeping committee members up at night. If it’s a good fit—we buy it, as long as I do not exceed my budget.” “The process starts with one of my team members coming across a new tool, testing it out themselves, and then telling me about it (assuming it’s a freemium model).

• Start with the later stages first, as influencing buyers at that stage tends to have the best ROI in the long run (because this way, you’re plugging the leaks in your funnel, instead of pouring more water into a leaky bucket).
• In this environment, providers that reduce friction, simplify decision-making, and demonstrate a deep understanding of buyer needs are more likely to earn trust and long-term relationships.
• At this stage, businesses focus on educating prospects, addressing pain points, and positioning their product or service as the best solution.
• Consideration stage content should help prospects weigh the solutions available to them.
• The root reason why many B2B marketing programs fail, is because they’re relying on using outdated playbooks that assume a linear and transactional buying process.

The content will need to address multiple personas, including SMEs involved during the solution’s evaluation. To help buyers discover your organization’s solutions, consider optimizing content for SEO and maximizing the use of social media platforms to engage with prospective buyers. The first step is to ensure you’re up to date with precisely what they want to know and create all your marketing collateral with those needs in mind. Most of today’s buyers are busy professionals who need you to provide answers quickly and expertly. Depending on the industry, the journey can take many steps, and in some instances, it can take years before reaching the implementation stage.

Aira’s Dan Brooks wrote a guide to labelling keywords by buyer’s journey stage. “Most teams are great at producing content that promotes their product, but don’t think further up the funnel. By creating content aligned with the buyer’s journey, you should always be able to provide them with helpful, relevant content that will be genuinely useful and aid them in moving along their buyer’s journey.

How does the buyer’s journey differ from the sales funnel and the sales pipeline?

For example, executives who made substantial initial purchases were more likely to double down and commit even more resources by the third decision point — despite earlier setbacks. I’ll first walk you through the key findings from those reports (including what they reveal about modern buying behavior) and then share my own takeaways and insights. If you’re unfamiliar with the concept of the buyer’s journey, I recommend starting with this quick read. Stick around until the end, where I’ll walk you through a step-by-step guide on how to define your buyer’s journey using HubSpot’s customer journey analytics tool. Getting website traffic is important, but getting quality website traffic is IT buyer’s journey what really counts. Either way, content built around a real buyer’s journey is content that earns engagement, and customers.

Now it’s time to list out all of the ways your customers can interact with your company. For example, what are the most common questions your sales team hears from prospects? If time allows or gaps in your customer data call for more research, consider sending out surveys or conducting user testing to get feedback from real customers. This will help you connect data points like a high-performing landing page or social post to the stage when they encourage users to take action.

Delight your current customers so they recommend your brand.

Finally, in this stage, people won’t always be using search engines to find the information they need. If so, take a look at your Google Search Console data for the things people are searching for that relate to your brand. Now, if you’re a small brand, you may not find many keywords for your brand name. If there are free versions, he’ll test the different tools out.

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55% of B2B buyers use social media platforms to discover research tools (Hootsuite) Interactive content (quizzes, assessments) increases engagement by 300% compared to static content (Marketo) 80% of B2B decision-makers trust industry blogs as a primary source of research (HubSpot) 72% of B2B decision-makers in consideration research competitors before selecting a vendor 50% of B2B buyers use LinkedIn Sales Navigator to identify potential vendors in consideration Consideration-stage content engagement is 2x higher than in awareness stages